Mobile has expanded from a top-of-funnel device to a legitimate transaction point thanks to improved operating systems, payment options, and consumer comfort with mobile shopping. Therefore, brands need to establish a clear strategy to drive conversions. To capture the full potential of mobile as a conversion point, marketers need to consider ad links a crucial bridge from the top to the bottom of the funnel.
DTC brands increasingly link their ad creatives directly to their sites. On the whole, 68% of brand ads in 2017 linked to the brand’s owned site, the same share as in 2016, according to Gartner L2’s mobile marketing report. However, certain sectors are beginning to ramp up this strategy. For example, 67% of activewear ads in 2017 linked to a brand site, up from 60% in 2016, and department stores jumped from 53% to 72%.
Apart from owned sites, brands also often link to e-tailer sites, other third-party sites such as publishers, and in rare cases, social media sites. CPG and beauty brands issue ads driving to a fairly distributed mix of brand sites, e-tailers, and other third-party sites. A similar share of ads across devices and mediums link to brand sites, from desktop display to mobile video, indicating that brands prioritize conversions in all environments.
Activewear brand Nike exemplifies an effective linking strategy. During the brand’s 2017 back-to-school campaign, ads consistently linked to grid or product pages via a clearly labeled “Shop Now” button. An impressive 90% of the static display ads Nike ran in August contained this type of button, which linked directly to a commerce page within the image. Furthermore, 43% of Nike’s mobile static display creatives in 2017 linked to shopping pages on its site, compared to 39% among the brand’s desktop display ads. Mobile traffic to Nike’s site increased 7% during the second month of the campaign, indicating the brand’s success at conversion.